Home to league leading clubs across five continents, including the Premier League champions, the City Football Group is intent on sharpening its brand storytelling to deliver on its key metric – fan engagement.
New regulations will force the likes of Paddy Power, Coral Racing and BetVictor to rethink their advertising partnerships with high profile sportspeople and reality TV stars.
Betway believes its new sonic brand will help it to cut through in the competitive and homogeneous sports gambling sector, as Mark Ritson labels the asset “one to watch”.
With statistics revealing a record 32.9 million people in the UK watched women’s sport in 2021, broadcasters and brands have a significant role to play in helping the sector achieve its £1bn goal.
Ellie Norman has stepped down from the role ahead of taking on a new challenge.
When everyone was talking about Messi, Budweiser and Copa90 created a campaign that would ensure the drinks brand was seen as more than just a mere part of the conversation.
From Nike to EA Sports, brands blurring the lines between entertainment, social conscience and the desire to lead are gaining cultural credibility in the world of sport.
BT Sport head of marketing Ed Cracknell says strong creative work can still be produced on a budget, if marketers allow their agencies the time and freedom to create bold ideas.
In the latest episode of Marketing Week’s podcast series, the NFL’s commercial director Michelle Webb celebrates the ‘great Americana’ of one of the world’s biggest sport brands.
Reebok hasn’t reached the heights of the 1980s and 90s since Adidas bought it in 2006, and its sale means Adidas can focus on its ‘branded house’ while new owner ABG has the skills to bring Reebok into its ‘house of brands’.
When Adidas acquired Reebok in 2006 it claimed its brand value stood at €1.7bn, but in its latest financial statement that figure had dropped to €733m, so what is new owner Authentic Brands getting?
Flutter Entertainment, which owns Paddy Power, SkyBet and Betfair, has praised the success of its ‘complement and compete’ strategy in helping it deliver a “differentiated proposition” and boosting revenue in the UK.
Boasting an 800% increase in subscribers over the past 18 months, Fiit is on a mission to maintain momentum as it looks to retain lockdown signups and grow its customer base as restrictions lift.
A strategy of hijacking sponsors’ media budgets helped propel the Team GB identity into the national consciousness and unite the UK Olympic team ahead of the Sydney Games in 2000.
As the dust settles on the abandoned European Super League revolt, Tom Dougherty, MD at Unrvld, a new digital agency launching today, predicts this won’t be the last time we see major sports brands attempt to go OTT.